Swiss-based underwear giant, Sloggi, known throughout Europe for sizzling lingerie ads that feature leggy girls in bodacious ass-out thongs and the riots such billboards cause when they are posted too close to French mosques, is creating another sensation with its men’s line. The ad campaign features famous rugby players as underwear models and it has made an international heartthrob of British player Ben Cohen (center). Sloggi’s latest ad features Cohen in a changing room with his crotch strategically lit and shadowed (below).

"When I first started working with Sloggi I was a little self-conscious about parading around in front of a photo-crew in my pants," the footballer confides. "Now it’s like second nature to me."

Funny how the entire world worshiping at your basket can cure any sort of self-doubt. Cohen now has his own celebrity site where he blogs about himself and takes questions about himself and posts wallpapers of himself (below) and sells a calendar of — guess who? — BEN! COHEN!

The Cohen blog is what you would expect — terse, sport-centric jock talk — but the message board can sometimes be hot, nasty fun. One poster wondered if Sloggi would do a TV ad where Ben bursts out of his clothes like the Hulk. "You grow larger and large until you tower over the stadium in just your Sloggi’s and socks, " suggested this helpful male fan. "Then you stomp through London crushing parked cars!" True, the barrage of maddeningly specific rugby questions can wear you down, but you will occasionally come across the more leading item: "What qualities do you look for in a mate?" To which our boy in the strategically lit Sloggi’s replies "Personality!" — warming all our hearts! — sweetly adding, "And everything that’s in my wife." Well, we can’t do anything about your wife but we know where you can find LOTS OF PERSONALITY!